environmental and green business copywriting

Don’t carry this burden. It’s losing you business.

In the last couple months, not a day goes by without some calamity befalling the nation that will take us years to undo.

When Scott Pruitt got confirmed to be the EPA administrator, I heard about it in every email I received for days.

Each one asked me to contribute my money to help fight this new villain.

And that’s really good.

For the average person, who at most is following 5 nonprofits, it’s good that they get this breaking news from you first.

Maybe your passion will inspire them to donate.

But… it’s the story of the Sierra Red Fox all over again.

(In case you missed it, the incredible story of the first sighting of the Sierra Red Fox in 100 years came at me from every environmental organization I’ve ever heard of. When you all tell me the exact same thing, it neutralizes your own uniqueness. You, in effect, get overtaken by the rest of the herd. Read the article. You’ll be smarter.)

I’m not saying it’s not important to share environmental news.

In this moment, saving our country from environmental implosion is a great and noble gesture. The threat is real, imminent, and the consequences are long-lasting.

If you are employed by an environmental organization or green business, you likely feel this weight very squarely has landed on your shoulders.

After all, isn’t this why we got into environmental work in the first place?

Fight the supervillains, save the world…

But your successes in those battles might be measured differently in the coming years.

Remember that finding the most effective solution to your particular green problem doesn’t mean it has to be the flashiest, the loudest, the biggest game changer.

Look, I get it. We’re in this together.

There’s a lot of news to share, and crying on each other’s shoulders, not to mention banding together to fight the supervillains, is a great use of our cyber communities.

But don’t lose sight of who you are.

Just like I heard about the Sierra Red Fox sighting from every environmental organization with access to a computer, I’ve heard the same plea’s to fight #PollutingPruitt over the past weeks from the Sierra Club, the Conservation Law Foundation, the Waterkeeper Alliance and the Climate Reality Project… I could go on.

So many organizations, so many different missions, all urging me to do the same thing.

Find a better balance.

Keep us informed of the big things – especially since a portion of your readership won’t be informed on every big thing.

But before you take on the whole world, think about your business.

Remember that ONE thing that your organization set out to change or save. Highlight it. Be unique, fight for the ONE thing that makes your organization different than all the rest. Otherwise, you’ll be lost in a sea of better-funded organizations than your own.

There are many ways to get through the next 4 years, in both the wins and losses. And succeeding at your small part will be a big win.